ads-meta

Original：🇺🇸 English

Translated

Meta Ads deep analysis covering Facebook and Instagram advertising. Evaluates 46 checks across Pixel/CAPI health, creative diversity and fatigue, account structure, and audience targeting. Includes Advantage+ assessment. Use when user says "Meta Ads", "Facebook Ads", "Instagram Ads", "Advantage+", or "Meta campaign".

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Sourceneversight/skills_feed

Added on2026-02-28

NPX Install

npx skill4agent add neversight/skills_feed ads-meta

SKILL.md Content

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Meta Ads Deep Analysis

Process

Collect Meta Ads data (Ads Manager export, Events Manager screenshot, EMQ scores)
Read
```
ads/references/meta-audit.md
```
for full 46-check audit
Read
```
ads/references/benchmarks.md
```
for Meta-specific benchmarks
Read
```
ads/references/scoring-system.md
```
for weighted scoring
Evaluate all applicable checks as PASS, WARNING, or FAIL
Calculate Meta Ads Health Score (0-100)
Generate findings report with action plan

What to Analyze

Pixel / CAPI Health (30% weight)

Meta Pixel installed and firing on all pages
Conversions API (CAPI) active (30-40% data loss without it post-iOS 14.5)
Event deduplication configured (event_id matching, ≥90% dedup rate)
Event Match Quality (EMQ) ≥8.0 for Purchase event
All standard events configured (ViewContent, AddToCart, Purchase, Lead)
Custom conversions created for non-standard events
Aggregated Event Measurement (AEM) configured for iOS
Domain verification completed
Server-side events include customer_information parameters
Pixel fires with correct currency and value parameters

Creative (30% weight)

≥3 creative formats active (image, video, carousel, collection)
≥5 creatives per ad set (Meta recommendation)
Creative fatigue detection: CTR drop >20% over 14 days = FAIL
Video creative: 15s max for Stories/Reels, 30s max for Feed
UGC/testimonial creative tested
Dynamic Creative Optimization (DCO) tested
Ad copy: headline under 40 chars, primary text under 125 chars
Creative refresh cadence: every 2-4 weeks for high-spend

Account Structure (20% weight)

Campaign Budget Optimization (CBO) vs Ad Set Budget (ABO) intentional
Campaign consolidation: ≤5 active campaigns per objective type
Learning phase health: <30% ad sets in "Learning Limited" (FAIL >50%)
Budget per ad set: ≥5x target CPA (minimum for learning phase exit)
Ad set audience overlap <30% (Audience Overlap tool)
Campaign naming conventions consistent and descriptive
Advantage+ Shopping Campaigns (ASC) active for e-commerce
Simplified campaign structure (fewer, larger ad sets preferred)

Audience & Targeting (20% weight)

Prospecting frequency (7-day): <3.0 (WARNING 3-5, FAIL >5)
Retargeting frequency (7-day): <8.0 (WARNING 8-12, FAIL >12)
Custom Audiences: website visitors, customer lists, engagement
Lookalike Audiences: multiple seed sizes tested (1%, 3%, 5%)
Advantage+ Audience tested vs manual targeting
Interest targeting: broad enough for algorithm optimization
Exclusions: purchasers excluded from prospecting, overlap managed
Location targeting reviewed for relevance

Advantage+ Assessment

If Advantage+ features are in use:

ASC (Shopping Campaigns): catalog connected, existing customer cap set
Advantage+ Audience: performance vs manual audience compared
Advantage+ Creative: enhancements enabled (text, brightness, music)
Advantage+ Placements: enabled (let Meta optimize placement mix)
Budget allocation: Advantage+ campaigns getting fair test budget

Special Ad Categories

If ads are in restricted categories:

Special Ad Category declared before campaign creation
Targeting restrictions verified (no ZIP, age 18-65+ only, no Lookalike)
Creative compliance with category-specific policies
Read
```
ads/references/compliance.md
```
for full requirements

EMQ Optimization Guide

EMQ Score	Status	Action
8.0-10.0	Excellent	Maintain current setup
6.0-7.9	Good	Add more customer_information parameters
4.0-5.9	Fair	Implement CAPI, improve data quality
<4.0	Poor	Critical: CAPI + Enhanced Matching required

Key parameters to maximize EMQ:

```
em
```
(email) — highest match rate signal
```
ph
```
(phone) — second highest match signal
```
fn
```
,
```
ln
```
(first/last name) — improves match accuracy
```
ct
```
,
```
st
```
,
```
zp
```
(city, state, zip) — geographic matching
```
external_id
```
— CRM/user ID for cross-device matching

Key Thresholds

Metric	Pass	Warning	Fail
EMQ (Purchase)	≥8.0	6.0-7.9	<6.0
Dedup rate	≥90%	70-90%	<70%
CTR	≥1.0%	0.5-1.0%	<0.5%
Creative formats	≥3	2	1
Creatives per ad set	≥5	3-4	<3
Learning Limited	<30%	30-50%	>50%
Budget per ad set	≥5x CPA	2-5x CPA	<2x CPA

Output

Meta Ads Health Score

Meta Ads Health Score: XX/100 (Grade: X)

Pixel / CAPI Health: XX/100  ████████░░  (30%)
Creative:            XX/100  ██████████  (30%)
Account Structure:   XX/100  ███████░░░  (20%)
Audience:            XX/100  █████░░░░░  (20%)

Deliverables

```
META-ADS-REPORT.md
```
— Full 46-check findings with pass/warning/fail
EMQ improvement roadmap
Creative fatigue alerts (any creative with CTR declining >20%)
Quick Wins sorted by impact
Advantage+ adoption recommendations